Online shopping giant eBay is launching a new brand campaign for the holiday season where it urges consumers to “Shop The World'. A variety of products that are available on the site will be advertised, such as smartphones showing global scenes, surfboards riding waves and classic images such as Dorothy's shoes featured in The Wizard of Oz. The tagline is to be "It’s a great big world and it can all be yours. Here, and only here." The campaign will run in the UK, German, Australia and America, and comes quickly after eBay's departure from PayPal.
CMO Richelle Parham stated that the goal is to "drive great traffic into the eBay stores of our sellers," and that “the strength of the eBay brand represents the strength of our business and our entire community," she added. "This campaign is a celebration of that community, and an invitation to shoppers everywhere to act on your inspiration.”
The campaign itself displays specific moments of choice and inspiration when a customer decided to buy a product on eBay. The brand, based in San Francisco has evolved from an auction site to a world-renowned e-commerce retailer.
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